There is nothing more frustrating than spending a lot of time explaining a problem to someone, only to find out they don’t have the authority to help you. You end up spending more time explaining the situation all over again to another person that may or may not have a solution.
If you’re in sales, time is money. You can waste a lot of time following leads that go nowhere, and talking to people who are interested in what you have to sell but don’t have the money or authority to close a sale. Knowing who the players are and their role in the sales process can increase your close rate, sales figures and commissions.
According to an article in Inc. Magazine, “Sales Tip: Know All 3 Decision Makers,” there is more than one decision maker for each sale. Unless your prospect is a very small company, it takes convincing more than one individual to sign a check or give an approval.
Companies are more collaborative. They function in teams, with the CEO, CFO and other senior leaders making joint decisions. High-ticket purchases or system changes, manufacturing or operating equipment, consulting or large scale training initiatives go before the executive team for a decision. Instead of one person making an autocratic decision, the article states that successful sales persons need to convince three major decision makers to close a sale.
Access Owners can be a number of people. Administrative Assistants or Executive Secretaries can be formidable gatekeepers. Assistants or second-in-commands often run interference for a busy executive that doesn’t have time to talk to salespeople on the first go-around. You have to prove your credibility and win their trust before they will recommend you to the boss. Access owners don’t necessarily have impressive titles but they do have power. Treat these individuals with respect, follow their process and comply with requests in order to gain access.
Problem Owners are just what their name implies. It could be anyone in the organization. These are the individuals who have information you need in order to match your product or service to the problem and solution. They may not have any real decision-making authority, but their input and recommendations can make or break a sale. They have to believe in you and that the solution you recommend is going to fix the problem.
Budget Owners hold the purse strings. They are going to take counsel from the problem and access owners as to whether your solution is the right one. Their focus is on the money. They aren’t interested in the solution details or you personally. They want to know if the price fits the budget and whether what you’re selling will have a favorable return on investment.
Get these three decision makers saying “yes,” and you’ve got a sale. There are always exceptions, and one of the three may have more clout and say-so in buying decisions. Ignoring any of the three, however, could cause you to lose an opportunity. Identify the three decision makers and make them part of your sales strategy. Do your homework to discover their needs and concerns. Winning all three to your side can put a sale in the your “win” column.
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